Public Relations & Social Marketing Insight

Marketers are constantly looking to better understand consumers and ultimately deliver an engaging experience. According to Q4 2015 research, many executives are using revenue metrics to quantify the success of customer efforts.

CMO Council looked at how marketing executives in North America quantify customer engagement success. More than a third of respondents said that revenue metrics, like customer lifetime value, revenues per customer and overall revenue increases, were the primary type of metric they used to measure consumer engagement.

Additionally, 30% of respondents said that campaign metrics, such as clicks, conversions, shares, traffic and web analytics, were the primary type of metrics they used. Fewer marketing executives said they relied on sales enablement metrics, service metrics and finance metrics to measure overall customer engagement success....

The ever-evolving media landscape presents significant challenges to marketers.

... To find out how marketers are adapting to deal with the change in the way that people engage with media channels, Econsultancy and Mediaocean have today published a new report entitled Managing Media Convergence.  The report is based on a survey of 124 agencies as well as in-depth interviews with 18 executives from agencies and brands, all with significant interest and experience in managing media.

It covers how to define the convergent environment, identifies pain points in managing new workflows and examines how the measurement of media is evolving as a result....